Hey {{first_name|mate}},
Last Wednesday, 180 very awake eCom people descended on Leicester Square for eCom Collab Club® London.
Nathan Lomax made his long-awaited return to the stage, co-hosting with the absolute powerhouse that is Kelly Bond from Elle Sera. Safe to say: the opinions were strong , the insights were sharper, and the atmosphere was electric.
We did, however, run out of pastries by 8:45am…
Definitely a learning for next time.
But not a single conversation ran dry in the building.
Ideas were flying, notebooks were filling, and the ODEON Luxe was doing what it does best: turning strangers into “we should definitely talk”s.
Here’s what stuck 👇
Caitlin
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Your lumbar, your finance team (and even your partner) will thank you later.
eCom Collab Club® London: The notes we took so you didn’t have to (early, innit?)
If you were wondering, this is what 180 people in a room looks like…with some cut off
(cameras have limits)
The onsite stuff
Shakeup Cosmetics
Jake Xu reminded us that “education” isn’t fluffy brand garnish. Men’s skincare works when it’s rooted in real life (acne, rosacea, confidence, ageing…not 14-step routines). If you want Meta performance, stop talking like a brand deck and start talking like a human. Letting customers send a selfie for personalised advice? Elite behaviour.
Symprove
Charlotte Hanna delivered a beautifully simple truth: customers don’t land on your site for a wander. They’re hunting for answers. Your job is to work out what they’re hunting for, then remove every single annoying thing between them and that answer.
Escentual
Chelsey Edmunds said something that applies to everyone, not just beauty brands: stop selling features, start selling feelings. Notes are fine. Narratives are better. How you make people feel is the product. Now tattoo it somewhere visible.
Humantra
Charlotte Hudson kept it real: social proof and results-led imagery aren’t optional anymore. They’re table stakes. And on AI? No hype here. If you don’t know why you’re using it, don’t. It’s infrastructure, not a magic growth goblin.
The offsite stuff (aka: where opinions got louder)
GoKwik
Connor Blakey laid down the WhatsApp law: it’s for communication first, marketing second. Updates, reassurance, trust — then selling. You earn the right to market. Don’t be “that guy”… Or gal.
Whole Supp
Darren O’Reilly showed why DTC matters, even if retail is the endgame. DTC teaches you customer language. Then you go to partners like Holland & Barrett with credibility. Community isn’t fluffy. It pays you back in LTV.
Rheal
Naomi Hyde dropped a line more brands need to hear: a cancelled subscription doesn’t mean betrayal. Life happens. Handle it with empathy, not panic, and a smart nurture sequence will quietly win them back.
Pooky Lighting
Jodie Sanders reminded us that while you can’t control where your customer is scrolling, you can control packaging, tone, imagery, and vibe. The feeling is non-negotiable. Obsess over feedback — that’s your unfair advantage.
OrderMine
Richard Davies reframed operations as marketing (and yes, we loved it). Stock accuracy, fulfilment, delivery: this is your brand. Ops isn’t back-office admin; it’s how trust gets built or broken.
LACEEZE
Emma Burke closed with a belter: selling offsite doesn’t mean losing your voice. People still want the humans behind the brand — so take your story with you wherever you sell.
The big takeaway
The brands that win at CX aren’t just operationally slick — they’re emotionally intelligent. Customer experience isn’t about adding more. It’s about being clearer, kinder, and far more deliberate.
Which, honestly, feels like a pretty solid lesson in how to be a good person on purpose and let that shine through at every touchpoint with your customer.
Personally, I’m glad we had this talk.
eCom Collab Club® London: Get in the room next month (and maybe even get a seat…)
eCom Collab Club® Podcast: The Gin Diaries (& how not to f*ck up subscriptions)
A few years back, Adam and Pete stumbled across this brilliant company slinging gin via subscription – and they were obsessed ever since.
Now, Adam’s sitting down with the legend behind it all: John Burke, Founder and Non-Exec Director of Craft Gin Club, to unpack how the subscription game has evolved (and where it’s going next).
They’ll cover the wins, the faceplants, and the stuff no one talks about – but really should.
If you sell subs, think about doing so, or just want to hear how not to screw it up...tune in live.
Monday 16th February, 3:30pm (UK)
What’s on in eCom? Events & useful things
